Often rural markets are mistaken as a homogeneous mass. Rajesh Mehta, director marketing- south and south East Asia, Western Union Services India, tells Anoop Chugh this perception is a myth.
How different are rural markets from the urban ones?
Media habits in urban and rural India are distinctly different. For the urban population, media habits include TV, radio, mobiles and internet etc. We also reach them via outdoor hoardings, billboards and innovation. Rural India comprises 70% of the total population of India. This population is sub-divided into different cultures, occupation and socio-economic boundaries and different demographics. Marketers need to understand the soul of each market and approach the target audience with the right strategy. The communication should be customised to the local need.
Does that mean different strategies for urban and rural markets?
Yes, the communication strategies are different for the rural and urban markets. We also sub-classify rural markets on demographics, because culture in a UP village would be very different from a village in Kerala. This is not a homogeneous mass.
How do you differentiate your initiatives, say in the north & south?
Media use in rural pockets — out-of-home or below-the-line initiatives — solely depends on consumption habits of locals. TV is dominant both in the north and south. So we use this medium in the local languages of that particular region. But again festivals in the two regions are different. So, we would like to catch most eyeballs in Kerala during Pongal, and in Punjab during Baisakhi.
Why has only TV been used extensively in your campaigns?
Penetration and acceptance of television is higher than any other medium in rural India. So, we took the opportunity of making most of it. If we consider the broad culture in the two states — the language, the literacy level, the festivals and cuisines — all are different. We align our communication programmes according to the common and broad interest of the place. For example, one of our strategies has been to integrate our messages with the content of television programmes. This only a one-off initiative as these channels are not nationally acclaimed but have a high viewership in some regions. We also take branding initiatives during the festive season in the target areas when the acceptability of the initiative is higher.
How would you differentiate your initiatives say in a northern village from a southern?
The media used in rural pockets — out-of-home or below-the-line initiatives— solely depends on the consumption habits of local people. As TV remains one of the dominant media in both northern and southern states, we use this medium in the languages of that particular region. But again festivals in the two regions are different. So, we would like to catch most eyeballs in Kerala during Pongal, and in Punjab during Baisakhi.
We have created special communication strategy for pockets like Punjab, Kerala, Tamil Nadu, UP and Bihar with a unique initiative of integrating our core message “simplicity” with one of the most popular TV channels in each state. In UP and Bihar, we integrated our message in the content of two episodes of a television programme on a leading channel. In another TV show, simplicity and benefits of using WU to receive money shall be highlighted through integration in the storyline, whereby money received through WU shall be used for the cause of education, marriage and farming etc. Another example of integration is in a television chat show where the benefits of using WU to receive money shall be discussed and our TVC will be aired within the programme. We have got the channel to air a Bhojpuri movie with Western Union in film integration as part of the channel’s programming initiative and they have also given us the title sponsorship for the same.
Why has only television been used extensively in your campaigns across rural India?
Penetration and acceptance of television is higher than any other medium in rural India. So, we took the opportunity of making most of it.As we were planning some TVCs with the dominant channels in Punjab, Kerala, UP, Bihar and Tamil Nadu, we wanted to connect to our target audience with the more warmth, love and more real touch. These programmes in some of the chosen channels directly or indirectly connected to the families of the migrants, their mixed emotions, expectations, fears, needs and love for the person away from home. The content integration helped us reach our target audience better.
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